MPs on LinkedIn: Are NZ parties getting it wrong?

Blackland PR and digital communications specialist Seamus Boyer analysed the LinkedIn presence of 91 MPs with findable profiles. The research revealed the differences in how political parties use LinkedIn.

While LinkedIn is an obvious place for MPs to network and speak with businesses, surprisingly few seem to be bothering with it.

ACT really shines. National has some bright stars but is not fully utilising it.

Labour is surprisingly weak, especially if it wants to promote itself as one that can work with business.

The Greens seem to be missing a beat; they likely have a big audience of followers and cheerleaders on LI.

We interpret NZ First and Te Pāti Māori absence as deliberate - they're probably right to assess their audience isn't there.

A couple of communications best practice reminders for organisations:

• Audiences are tired of bland, happy-speak announcements, of little consequence to their day-to-day lives.

• Human traits and personalities of organisations are best embodied by CEOs and leaders. Too often, the modern mode of corporate communications is to restrain/confine the CEO instead of giving them the freedom to communicate naturally and persuasively.

• Organisations cannot be everything to everybody. Good communicators will forthrightly pursue those audiences that matter to an organisation's success and have the courage to ignore those that don't.